【摘要】：互聯(lián)網(wǎng)盒子1作為傳統(tǒng)電視與互聯(lián)網(wǎng)之間的連接設(shè)備,正走進(jìn)千萬家庭。傳統(tǒng)電視作為家庭娛樂終端的地位今非昔比,而互聯(lián)網(wǎng)盒子以其海量的網(wǎng)絡(luò)資源和多元的功能服務(wù),已成為新一代客廳的娛樂終端。互聯(lián)網(wǎng)基因進(jìn)入家庭客廳,為“大屏?xí)r代”新的商業(yè)形態(tài)提供了全新的想象空間。擁有億萬家庭用戶的電視屏,成為流量和入口之爭的新陣地。電視淘寶是阿里巴巴集團(tuán)專為電視用戶打造的家庭購物應(yīng)用,旨在為家庭用戶提供最優(yōu)的電視購物體驗(yàn),延續(xù)阿里系電商在電視端的統(tǒng)治地位,進(jìn)而為商家打造一個全新的流量平臺,使商家獲得更多品牌展示和商品成交的機(jī)會。電視端搶購業(yè)務(wù)“魔鍵秒殺”作為電視淘寶的重點(diǎn)內(nèi)容之一,同樣承擔(dān)著阿里系電商業(yè)務(wù)進(jìn)駐客廳的重任。截至目前,魔鍵秒殺版塊上線四月有余,主要以超低價(jià)搶購的方式滿足用戶的低價(jià)需求,已積累較高的用戶流量。但魔鍵秒殺在日常運(yùn)營、專題策劃、市場推廣等方面,都還存在很大的優(yōu)化空間。高流量、低轉(zhuǎn)化也是秒殺業(yè)務(wù)面臨的主要問題�；谝陨蠁栴},本策劃從產(chǎn)品優(yōu)化、平臺打造和品牌塑造三個層次出發(fā),提出魔鍵秒殺版塊的改版運(yùn)營方案,以期提升電視端搶購業(yè)務(wù)整體的影響力和轉(zhuǎn)化率。第一章介紹策劃的背景、目標(biāo)和思路,主要闡述選題意義和策劃方法；第二章對互聯(lián)網(wǎng)電視和TV電商的發(fā)展現(xiàn)狀做宏觀分析,同時(shí)從微觀層面分析電視淘寶和秒殺業(yè)務(wù)所處的客觀環(huán)境；第三章全面闡述魔鍵秒殺業(yè)務(wù)的運(yùn)營現(xiàn)狀和存在問題；第四章則從日常運(yùn)營的優(yōu)化、與無線端搶購業(yè)務(wù)合作及秒殺業(yè)務(wù)的視頻化發(fā)展,分階段闡述魔鍵秒殺的整體改版運(yùn)營方案；第五章簡要闡述了效果評估體系和維度；最后一章則主要針對本策劃做一些反思與總結(jié)。
[Abstract]:Internet Box 1, as a traditional TV and Internet connection device, is entering millions of families. The status of the traditional TV as the home entertainment terminal is different now, and the Internet box has become the entertainment terminal of the new generation living room with its massive network resources and multiple function services. The Internet gene enters the family living room, provides the brand-new imagination space for the "big screen era" new commercial form. TV screens, with hundreds of millions of home users, have become a new battleground for traffic and access. TV Taobao is a special home shopping application created by Alibaba Group for TV users. It aims to provide the best TV shopping experience for home users and to continue the dominant position of the e-commerce business in the TV terminal. In turn, create a new flow platform for merchants, so that businesses get more brand display and commodity trading opportunities. TV end rush to buy business "magic keys easily beat" as one of the key content of television Taobao, also bear the heavy responsibility of Ali Department e-commerce business stationed in the living room. Up to now, the magic key easily beat the plate on the line in April, mainly in the way of ultra-low price to meet the low price demand of users, has accumulated a higher flow of users. But magic keys easily beat in daily operations, thematic planning, marketing and other aspects, there is still a lot of room for optimization. High traffic, low conversion is also easy to beat the business facing the main problem. Based on the above problems, this plan from the product optimization, platform building and brand building three levels, put forward magic key easily beat the version of the revised version of the operation, in order to enhance the overall impact and conversion of TV end buying business. The first chapter introduces the background, objectives and ideas of the planning, mainly describes the significance of the topic and planning methods; The second chapter makes a macro analysis on the current development of Internet TV and TV e-commerce, at the same time, analyzes the objective environment of TV Taobao and easily defeating business from the micro level, the third chapter comprehensively expounds the operation status and existing problems of magic key easily defeating business. The fourth chapter, from the optimization of daily operation, cooperation with wireless end snapping business and video development of easily defeating business, expounds the whole revised operation plan of magic key easily defeat in stages, the fifth chapter briefly expounds the system and dimension of effect evaluation; The last chapter mainly aims at this plan to do some reflection and summary.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;G229.2-F

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相關(guān)期刊論文 前1條

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本文編號：2324961